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what social media platform for what message and what ROI?telecom experienceZagreb, november 12th, 2012                    ...
creative commons notice download the presentation from http://oran.ge/slides or by scanning the QR code                   ...
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media   4
agenda                                                                                       @orange                      ...
what social media platform for what message?                                                                              ...
it‟s here for realbut maybe not really new some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   7
the good old days of Web 2.0some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media   8
may 18, 2012?some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media   9
unless…some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media   10
the way (too) many of us see it…                                                                                         ?...
what social media platform for what message?                                                                              ...
does social media works with “messages”?> are “human  conversations based  on “messages”                                  ...
wom principles (Andy Sernovitz)1. be interesting (do something special)2. make it easy3. make people happy4. earn trust an...
digital strategy4 types of brands (Synthesio)                             under the radar               functional        ...
not all sectors are equal on the social Web  > most favoured             - art & music             - fashion/ apparel  > l...
what social media platform for what message?                                                                              ...
several ways of measuring return …           sell                           engage                                       s...
social media toolssome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media   19
what do all those metrics (really really) mean?Eric Schmidt, 2011                                  one year later (oct 201...
tweetreach conundrum     1         reached?                                                                               ...
not just a matter of number of fansbenchmark: social bakerssome rights reserved cc 2012, Orange – Yann Gourvennec - web, d...
what social media platform for what message?                                                                              ...
5 business cases1. Orange UK & France: Social   CRM through Twitter &   Facebook (since 2010)2. Orange Group: the blogger ...
1. Orange helpers in UK and France> since 2011> dedicated teams      - UK: approx. 30      - Fr: approx. 50> facebook appl...
2. Silicon Valley blogger bus tourSept 17-22, 2012#blogbus live.orange.com
genesissome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media   27
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media                  28                  ...
blogger bus tour 2012                        overall estimated benefit : €82k to €114k   ~ €50 – 75k                      ...
3. Spain: facebook coupon campaign generates 145K€                                                                        ...
4. Orange France: using Foursquare to attract shoppersmayor of the week campaign                                          ...
4. facts and figures> 15,020 followers> 1170 tips> 13 lists (wifi  hotspots, stadiums, Ora  nge cinedays…)> 1 badge (no. 1...
4. a niche of hyperactive users• week 1(Mon-Sat) : 500 check-ins over 14 stores     • 80 on the Champs Elysées flagship st...
4. tour de France 905         people saved the Tour de                               521people rewarded with France 2012...
5. Sosh (OrangeFrance)product/brandlaunch on socialmediaMatthieu Tanguy
SOSH – A 100% DIGITAL BRAND BY ORANGE                          flexible payment     web-only Laisser le choix et la    mod...
500,000+ CUSTOMERS OVER 12 MONTH PERIOD,     VERY ACTIVE COMMUNITY                                                        ...
1   SOSH INITIAL LAUNCH VIA SOCIAL MEDIA    End of July         Mid September      October 6                              ...
2 SOCIAL MEDIA  WOMM  SALES INSTANT DISSEMINATION                            D-DAY IMPACT    2,096,954 people saw this p...
3 FLASH SALES CAPABILITY                            COMMUNITY - GAMIFICATION                            THE MORE YOU LIKE ...
3 DRIVING TRAFFIC TOWARDS E-SHOP            ENGAGEMENT                          E-SHOP  7 627 likes after 1 post + app   +...
what social media platform for what message?                                                                              ...
trivia, quizzes, enter                                                                                              tainme...
tentative mapping of social media toolspersonal & European view                                         fun               ...
thank you
interact with us online@orange                                              http://www.facebook.com/orangehttp://live.oran...
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[En] Telecom experience conference - Zagreb - Nov 12, 2012

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This is the latest version of my "what tool for what message" presentation, revised and updated on Nov 9 with a new business case about the Sosh low cost offer from Orange

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[En] Telecom experience conference - Zagreb - Nov 12, 2012

  1. 1. what social media platform for what message and what ROI?telecom experienceZagreb, november 12th, 2012 http://oran.ge/slidessome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 1
  2. 2. creative commons notice download the presentation from http://oran.ge/slides or by scanning the QR code > This work is licensed under the Creative Commons Attribution-Noncommercial- Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by- nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA. > You are allowed to use one or all the slides/images contained within this presentation provided you quote thehttp://oran.ge/slides author and the source of this information (http://orange.com)some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
  3. 3. some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 4
  4. 4. agenda @orange @ygourven > introduction > 1. which strategy? > 2. what ROI? > 3. which social media platform? > 4. proposed mapping picture: microsoft gallerysome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 5
  5. 5. what social media platform for what message? http://oran.ge/slidesintroductionsome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 6
  6. 6. it‟s here for realbut maybe not really new some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 7
  7. 7. the good old days of Web 2.0some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 8
  8. 8. may 18, 2012?some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 9
  9. 9. unless…some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 10
  10. 10. the way (too) many of us see it… ? 2004-08 2009 2010-11 2012 …some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 11
  11. 11. what social media platform for what message? http://oran.ge/slides1. which strategy?some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 12
  12. 12. does social media works with “messages”?> are “human conversations based on “messages” picture: microsoft gallerysome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 13
  13. 13. wom principles (Andy Sernovitz)1. be interesting (do something special)2. make it easy3. make people happy4. earn trust and respectsome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 14
  14. 14. digital strategy4 types of brands (Synthesio) under the radar functional preferred sensitive either it works or fix heath, safety, characteristics little or no buzz it! conversations children community do something management nurture tactics different (forums/social community (ies) reassure media)Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011 some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 15
  15. 15. not all sectors are equal on the social Web > most favoured - art & music - fashion/ apparel > least favoured - bank / insurance - telecommunications - political partiesSncd survey based on a representative sample (10,934 respondants) of social Web users inFrance - 2012 some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 16
  16. 16. what social media platform for what message? http://oran.ge/slides2. what ROI?some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 17
  17. 17. several ways of measuring return … sell engage save all of the abovesome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 18
  18. 18. social media toolssome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 19
  19. 19. what do all those metrics (really really) mean?Eric Schmidt, 2011 one year later (oct 2012)some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 20
  20. 20. tweetreach conundrum 1 reached? 2 impressions ? 3 mentions & RT not on reportssome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 21
  21. 21. not just a matter of number of fansbenchmark: social bakerssome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 22
  22. 22. what social media platform for what message? http://oran.ge/slides3. which platform?some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 23
  23. 23. 5 business cases1. Orange UK & France: Social CRM through Twitter & Facebook (since 2010)2. Orange Group: the blogger bus tour (2012)3. Orange Spain: Couponing campaign through Facebook4. Orange France: „mayor of the week‟ campaign (06/2012)5. Sosh (France): product/brand launch on social media revised, updated and augmented on nov 9, 2012some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 24
  24. 24. 1. Orange helpers in UK and France> since 2011> dedicated teams - UK: approx. 30 - Fr: approx. 50> facebook application (FR) page (UK)> moderation in place - 7/7 and18/24*> work on forums, twitter and facebook> process-driven> extensions - Tunisia (live soon) - Jordan (summer 2012) - Poland - Egypt - Romania * on corporate pagessome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 25
  25. 25. 2. Silicon Valley blogger bus tourSept 17-22, 2012#blogbus live.orange.com
  26. 26. genesissome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 27
  27. 27. some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 28 source : twitonomy
  28. 28. blogger bus tour 2012 overall estimated benefit : €82k to €114k ~ €50 – 75k €19k FREE DISPLAY 100 POSTS > 6 banners x 6 blogs for 3 weeks > ~ €500 - €750 per post > CPM: €0.30 > (5000 impressions/blog/day on average) x 6 blogs ~ €4 – 6kSOCIAL MEDIA OUTREACHTwitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion €4k> ~ €500 - €600 per blog UGC MULTIMEDIA > 6 Orange videos ~ €500 x 6 > 7 photo slideshows (€1K) ~ €5 – 10k LIVE ORANGE BLOG FROM 600 TO 1300 DAILY UNIQUES FOR 2 WEEKS 8 new bloggers recruited > +700 DU x 14 days = 9,800 > 9,800 x (€0.51 - €1 CPC) +12 000 Twitter impressions on promoted tweets US and UK in 2nd and 3rd position Twitter 1st referrer amongst social networks : 25% of visits impact +4% recurring visitors +15% new followers (from 100 to 130 per day) content published on orange.com + social networks Fb, Tw, G+, Pin, Dai, Ins, Lin some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 29
  29. 29. 3. Spain: facebook coupon campaign generates 145K€ 5189 new likers 1237 coupons 406 new clients through eshop 406X30X12 ~ € 145k*406 clients x 30 euros ARPU x 12 months some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 30
  30. 30. 4. Orange France: using Foursquare to attract shoppersmayor of the week campaign • be a forerunner @severin_cassan • new shops visibility vidéo • promote events • promote offers • brand stickiness http://dai.ly/KXfgW7 (video)some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 31
  31. 31. 4. facts and figures> 15,020 followers> 1170 tips> 13 lists (wifi hotspots, stadiums, Ora nge cinedays…)> 1 badge (no. 1 in France)> 32,249 Check-inssome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 32
  32. 32. 4. a niche of hyperactive users• week 1(Mon-Sat) : 500 check-ins over 14 stores • 80 on the Champs Elysées flagship store• 60 „mayors‟ elected• mayor status changed hands everyday in 6 participating stores• approx. 100 shares on Facebook and Twittersome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 33
  33. 33. 4. tour de France 905 people saved the Tour de  521people rewarded with France 2012 list badge on locations based on lists users received notifications each time they passed 1/5th of badges unlocked on the Champs-Elysées by one of the locations in the lists in order to act on tips some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 34
  34. 34. 5. Sosh (OrangeFrance)product/brandlaunch on socialmediaMatthieu Tanguy
  35. 35. SOSH – A 100% DIGITAL BRAND BY ORANGE flexible payment web-only Laisser le choix et la modes (yearly web-centric CRM &plus plans, no au grande liberté client or monthly crowdsourcing commitment installments
  36. 36. 500,000+ CUSTOMERS OVER 12 MONTH PERIOD, VERY ACTIVE COMMUNITY Facebook 435K fansH.FR +1,4 million DU/ month – 100,000 registered members TWITTER 27K FOLLOWERS ridesessions.com 555 5,242 539
  37. 37. 1 SOSH INITIAL LAUNCH VIA SOCIAL MEDIA End of July Mid September October 6 20K fans 5K followers 10K pre-orders 5K votes
  38. 38. 2 SOCIAL MEDIA  WOMM  SALES INSTANT DISSEMINATION D-DAY IMPACT 2,096,954 people saw this post 180,081 people saw this post 1.2 174,384 people saw this post 1 0.8 0.6 before overhawl 0.4 0.2 after overhawl 0 Jeudi Vendredi Samedi 987,157 impressions 1,297 tweets 1,2 1 0,8 Avant refonte 0,6 Après refonte
  39. 39. 3 FLASH SALES CAPABILITY COMMUNITY - GAMIFICATION THE MORE YOU LIKE THE LOWER THE PRICE
  40. 40. 3 DRIVING TRAFFIC TOWARDS E-SHOP ENGAGEMENT E-SHOP 7 627 likes after 1 post + app +13% traffic from Facebook to Sosh.fr vs m-1 +2 500 likes over 48 hours +233% traffic on White Samsung +369% of goal Galaxy SIII on Sosh e-shop +244% terminal sales compared to 10 567 daily uniques on app week before campaign2,948, 453 people saw this post
  41. 41. what social media platform for what message? http://oran.ge/slides4. proposed tool mappingsome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 42
  42. 42. trivia, quizzes, enter tainment, contests, , what tool for what purpose? in-depth content, gamificatio n, CRM coupons, exclusive trivia, quizzes, enter offers, serious tainment, contests, gaming gamification, CRM twitter coupons, exclusive hard selling offers, serious gaming links to contentt, Q&A, linkin g via hard selling, in- groups, networking, depth contentfacebook partnerships lead generation content, content trivia, infographics events, live hard selling keynotes linkedin blogging link-baiting lead generation lead (consulting or generation similar) (B2B) hard selling,, Corporate hard sellingwordpress content slideshare some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 43
  43. 43. tentative mapping of social media toolspersonal & European view fun ? (SEO?) niche universal (corporate & b2b) in-depthsome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 44
  44. 44. thank you
  45. 45. interact with us online@orange http://www.facebook.com/orangehttp://live.orange.com http://slideshare.net/orange some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 46

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